Communication management in Spain public universities

Gestión de la comunicación en las universidades públicas españolas

Communication management in Spain public universities

E. Simancas-González, M. García-López

Abstract

This paper analyzes communication management in Spanish public universities by interviewing communication directors of these institutions. Results show that, in addition to the shortcomings identified in the management of communications in public universities, which undermines the achievement of the exact marketing objective, the diffusional model is dominant, playing a negative influencing role. The diffusional model obscures other alternative models that would show more democratic institutions.